Denominación de Origen Rioja (DOCa), a regulatory body representing Rioja wine-producing region in North West Spain, is to invest €8m to promote the region’s wines in 2013.
According to the generic body, the investment will be mainly spent in countries like Spain, Germany, Switzerland, Mexico, China, the US and the UK.
The UK is one among the largest Rioja importers, with exports growing 6.8% to 32.7 million liters in 2012.
To promote the wines, DOCa Rioja will host sixth Rioja Tapas Fantasticas festival in London on 14-15 July 2013, host its first generic tasting event and also organize consumer events with independent retailers.
DOCa Rioja president Victor Pascual was quoted by Harpers as saying that despite difficult conditions, everyone in the industry is taking efforts to promote the region's wines.
"Maintaining market activities through significant investments in promotion for the past few years has certainly been a successful strategy in the light of the results achieved in sales and positioning, particularly in foreign markets," Pascual added.
